(CBS) -- At this year's Los Angeles Auto Show, size matters.
Take for instance the 2018 GMC Denali DM. With an 8-inch touchscreen, wi-fi and real leather and wood interiors. It can be yours for about $75,000.
"We've got a huge amount of customers coming to us in this very high-end range now. They want all the bells and whistles. They wanna know they have that capability, but they wanna look good doing it too," says Jennie Ecclestone with GMC.
Even as more automakers turn to electric and hybrid vehicles, America's love for trucks remains strong, fueled in part by low gas prices.
Sales of Ford's best selling F-series pickups are up this year by nearly 11%, and the company recently unveiled its F-450 Super Duty which can top $100,000 after taxes and fees.
"I don't think we're hitting a ceiling yet..." says Motor Trend editor-in-chief Ed Loh.
Loh says automakers are now competing to meet a high demand for oversized luxury trucks, and their customers aren't just traditional truck buyers.
"It's also the guy that wants to show off - because the trucks are big, covered in chrome, full of leather and nowadays have some really advanced technology inside," Loh says.
Loh says as more automakers look to cash in on the truck market, consumers can expect some companies to drive prices up even higher.